Nike+ is a collaboration between Nike and Apple to create a device that measures and records run data from Nike running shoes. It integrates with social media by allowing users to push run data to Facebook and Twitter. The target market includes both hardcore and recreational runners aged 18-45. Users can track, record, and share their run data and compete in challenges. Nike+ encourages social interaction and community building among users.

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Nike+: Nikes Use of
Social Media
Brian J. Wilmzig
Southern Illinois University Carbondale
JRNL 307 Interactive Advertising - IMC

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What is Nike+?
Nike / Apple Collaboration
Device which measures and records run data
Compatible with iPod Nano/Touch, iPhone 3GS, and
Nike+ Sportband
Integrates with Social Media through Nike website,
Facebook, and Twitter

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How does it Work?
4 Key Components:
Nike+ Running Shoes
Nike+ Sensor
Nike+ Receiver
Nike+ equipped iPod, iPhone, or Nike+ Sportband

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Who is the Target Market?
Both hardcore and recreational runners
Men and Women
Age 18 - 45

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What can I do with it?
Track, Record, and Measure run data
Map runs via Google Maps
Compete in Challenges
Set Goals
Push and Share run data to Facebook, and Twitter

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Map Your Run

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Track Your Progress

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Literature Review
No scholarly research conducted to date
Drohn (2009) Nike overcame barriers to entry by
creating a platform around two key areas:
Interactivity
Connectivity
Nike+ encourages consumers to try out the Nike’s line
of running shoes

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Observational Findings
Intrinsic Value
Social Network becomes new customer service
and tech support

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Why is it so Cool?
Engages users
Trash talk forums
http://www.youtube.com/watch?
v=wLyFlDAikac&feature=related

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How Nike Made it Work?
User Focused
Niche Building
Product Tie-ins
Event Tie-ins
Community Interaction

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What does the Future Hold?
Launch of Ballers Network
Increased effort by companies to create similar brand
engagement technologies